L'ORÉAL Austria, Germany, Switzerland
Loyalty Platform for Content Creators: L’Oréal DACH expands influencer marketing with LOREALISTAR.
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Loyalty Platform for Content Creators:
L’Oréal DACH expands influencer marketing with LOREALISTAR.
This innovative platform integrates over 16 brands from the L’Oréal Group and, as a reward concept for influencers, is a pioneer of its kind in the EU.
Düsseldorf/ Geneva, April 10, 2025 – For years, Germany has been the second largest market by volume for influencer advertising in Europe after the United Kingdom1. In particular, so-called micro and nano-influencers (1,000 to 50,000 followers) represent almost 70% of all influencer brand collaborations worldwide2, thanks to their authentic content and high engagement rates. It is precisely this target group that LOREALISTAR, the newly launched multi-brand loyalty platform from the L’Oréal Group, is targeting in order to strengthen ties with content creators and optimally leverage their reach. Influencers can apply to LOREALISTAR starting at 1,000 followers. The platform is unique in Europe in its form and accessibility and, as a best practice "made in DACH," also plays a pioneering role within the L’Oréal Group.
The platform is based on a reward concept: Once registered, influencers receive points ("Stars") on the specially created digital platform for each posting (e.g., try-on, product review, etc.) related to the currently 16 participating brands of the L’Oréal Group. Creators can then redeem these points for brand products, about which they post again, collecting further points and thus increasing their status level. As their status level increases, content creators can also participate in "Money Can't Buy" experiences such as brand masterclasses, event invitations, and content training, in addition to products.
"LOREALISTAR follows the trend of the Creator Economy, where everyone can be a creator and belong to the next generation of micro and nano-influencers – a group that is gaining increasing strategic relevance as a voice in our marketing mix. With the reward concept and a gamification approach, the platform makes our collaborations with content creators scalable and promotes brand loyalty. In this way, we strengthen our ties with influencers and grow together," comments Alma Lipa, Chief Digital & Marketing Officer L’Oréal DACH.
The platform initially started as a pilot loyalty program for influencers of individual brands in the consumer products division in Germany, and numerous influencers are already registered. Now, the concept has been expanded to 16 brands across all L’Oréal Group divisions and relaunched with a brand new platform, specifically developed for the needs of influencers, for the entire DACH region. Shortly thereafter, the United Kingdom and Spain followed with a rollout – a test and expansion to further markets is currently being planned.
"As a market leader in the beauty industry, we already rely heavily on influencer marketing, and we currently work with around 2,000 influencers in the DACH region annually on a campaign basis. The first rollout has shown that LOREALISTAR improves brand loyalty and has a positive impact on posting frequency. With our beauty and social media expertise, we want to support the young generation of content creators in achieving their goals," adds Simon Preuß, Head of Social & Advocacy L’Oréal DACH. "The concept is a win-win situation for both sides: We support creators with our social media and product expertise, and in return we gain loyalty and brand trust early on."
Content creators can register for LOREALISTAR now at https://de.lorealistar.com/registration.
1 Statista Market Insights, 2024
2 Influencer Marketing Hub, 2025
About L’Oréal
For 115 years, L’Oréal, the world’s leading beauty player, has devoted itself to one thing only: fulfilling the beauty aspirations of consumers around the world. Our purpose, to create the beauty that moves the world, defines our approach to beauty as essential, inclusive, ethical, generous and committed to social and environmental sustainability. With our broad portfolio of 37 international brands and ambitious sustainability commitments in our L’Oréal for the Future programme, we offer each and every person around the world the best in terms of quality, efficacy, safety, sincerity and responsibility, while celebrating beauty in its infinite plurality.
With more than 90,000 committed employees, a balanced geographical footprint and sales across all distribution networks (e-commerce, mass market, department stores, pharmacies, perfumeries, hair salons, branded and travel retail), in 2023 the Group generated sales amounting to 41.18 billion euros. With 20 research centers across 11 countries around the world and a dedicated Research and Innovation team of over 4,000 scientists and 6,400 Digital talents, L’Oréal is focused on inventing the future of beauty and becoming a Beauty Tech powerhouse.
L'Oréal also maintains its leading position in the Swiss cosmetics market, operating from two locations within the country. Across Switzerland, Germany, and Austria, L'Oréal employs approximately 3,000 people.
More information on https://www.loreal.com/en/mediaroom
Effie Mataliotaki
Head of Corporate Affairs & Engagement
L'Oréal Suisse S.A.
Chemin de Blandonnet 10 Case postale 100 1214 Vernier – SUISSE
+41 78 8611578
L’Oréal Suisse SA
Chemin de Blandonnet 10 1214 Vernier (GE)
Tel:+41 58 105 10 10
E-Mail: office.ch@loreal.com
Public limited company under Swiss law registered in the Commercial Register of the Canton of Geneva IDE Number: CHE-105.932.029